Meaningful Advertising
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Meaningful Advertising: Pervasive Advertising in the Experience Economy. Workshop Pervasive Advertising, Informatik 2009. Meaningful Advertising: Pervasive Advertising in the Experience Economy Peter van Waart, Rotterdam University of Applied Sciences Ingrid Mulder, TU Delft Workshop Pervasive Advertising Informatik 2009, Lübeck, Germany The era of not to persuade, has just begun
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Presented at the 2nd Pervasive Advertising workshop, October 2nd, 2009, Luebeck, Germany
Transcript of Meaningful Advertising
Meaningful Advertising: Pervasive Advertising in the Experience Economy. Workshop Pervasive Advertising, Informatik 2009.
Meaningful Advertising:Pervasive Advertisingin the Experience Economy
Peter van Waart, Rotterdam University of Applied SciencesIngrid Mulder, TU Delft
Workshop Pervasive AdvertisingInformatik 2009, Lübeck, Germany
The era of not to persuade,
has just begun
no escape from advertising?
nobody wants to escape frommeaningful advertising!
meaningful advertising?
experience
human values
meaning
brands,advertising
Meaningful Advertising: Pervasive Advertising in the Experience Economy. Workshop Pervasive Advertising, Informatik 2009.
Experience
Meaningful Advertising: Pervasive Advertising in the Experience Economy. Workshop Pervasive Advertising, Informatik 2009.
Experience = ErlebnisMeaningful Experience = Erfahrung
What is Experience?
Meaningful Advertising: Pervasive Advertising in the Experience Economy. Workshop Pervasive Advertising, Informatik 2009.
The Experience Economy
Pine & Gilmore, The Experience Economy, 2000.Illustration: [email protected]
Meaningful Advertising: Pervasive Advertising in the Experience Economy. Workshop Pervasive Advertising, Informatik 2009.
Experience duration
illustration: Anita Wheeler, Designing Brand Identity, 2006.
The experience of a hotel stay is more than just sleeping at night. Also the phasesbefore and after are part of the experience.
During the experience, you interact with the product, service or brand throughtouchpoints.
What you will remember is your emotional experience.
Shedroff et.al., Making Meaning, 2006.
Meaningful Advertising: Pervasive Advertising in the Experience Economy. Workshop Pervasive Advertising, Informatik 2009.
Human values
Meaningful Advertising: Pervasive Advertising in the Experience Economy. Workshop Pervasive Advertising, Informatik 2009.
Human values drive behaviour (lifestyle)
Lifestyles– Play a crucial role in people’s
daily life.– People present themselves in
social interactions throughconsumption of specificproducts (fashion, music,furniture, etc.).
– Members of the same lifestlegroup share preferences,norms and values.
Bourdieu, Distinction, 1984.
Meaningful Advertising: Pervasive Advertising in the Experience Economy. Workshop Pervasive Advertising, Informatik 2009.
The German SIGMA Milieus®
Value-based segmentation in brand strategy
Meaningful Advertising: Pervasive Advertising in the Experience Economy. Workshop Pervasive Advertising, Informatik 2009.
Find your soulmate through matching brans
Meaningful Advertising: Pervasive Advertising in the Experience Economy. Workshop Pervasive Advertising, Informatik 2009.
Meaning
Meaningful Advertising: Pervasive Advertising in the Experience Economy. Workshop Pervasive Advertising, Informatik 2009.
• Human beings act toward things on the basis of the meanings that thethings have for them
• These meanings are a product of social interaction in society.• These meanings are modified through a process of interpretation, which
each individual deploys when dealing with the things that s/he encounters.
George H. Mead. Mind, Self and Society (1934).The Philosophy of the Act (1938).
Meaning is in the mind of the beholder
Meaningful Advertising: Pervasive Advertising in the Experience Economy. Workshop Pervasive Advertising, Informatik 2009.
Meaningful when adapted to human values
P. Desmet. Model of product emotions. 2002. TU Delft.
NeedsGoalsMotivesHuman values
ProductsAgents (organisations,
groups, brands)Events
appraisal:non-intellectual, automatic evaluation of the significanceof a stimulus for one’s personal well-being
‘the felt tendency toward anything intuitively appraised as good (benificial) or away fromanything intuitively appraised as bad (harmful)’(Arnold, 1960, in: Desmet, 2002) meaningful
Meaningful brands,meaningful advertising
Collected by Martien Heijmink
Meaningful Advertising: Pervasive Advertising in the Experience Economy. Workshop Pervasive Advertising, Informatik 2009.
buy adds
sell moreproducts
make profit
TV industrial complex
Advertising in the era of TV
distributeproducts
S. Godin. Purple Cow. 2005.
persuasive
advertising
Meaningful Advertising: Pervasive Advertising in the Experience Economy. Workshop Pervasive Advertising, Informatik 2009.
Advertising in the era of Experience Economy
meaningful
advertising
humanvalues brands
meaning
Meaningful Advertising: Pervasive Advertising in the Experience Economy. Workshop Pervasive Advertising, Informatik 2009.
Remember…meaning is in the mind of the beholder
•We cannot design an experience, butwe can design for an experience
•Experiences evolve from theinteraction between current stimuliand personal history and set ofvalues
Meaningful Advertising: Pervasive Advertising in the Experience Economy. Workshop Pervasive Advertising, Informatik 2009.
Meaningful pervasive systems
Those pervasive systems and applications that enhance social capitalas collective goods involving shared goals and values and socialnorms of reciprocity, are most usable to be of meaning over timeCarroll, J.M. & Mentis, in: Schifferstein et al., 2008
Meaningful Advertising: Pervasive Advertising in the Experience Economy. Workshop Pervasive Advertising, Informatik 2009.
Orchestrating touchpoint interactions
Powerful media constitute experiencesby addressing people’s:
• intellect
• emotions
• physical experiences
Highland & Yu. Communicating Inner Experience with Video Game Technology. 2008.Illustration: Sylvia Delissen. How to plug the gap between promise and proof. Graduation project, 2009.
Meaningful Advertising: Pervasive Advertising in the Experience Economy. Workshop Pervasive Advertising, Informatik 2009.
Orchestrating touchpoint interactions
intellect(human values)
physicalexperience
emotions
Powerful media constitute experiencesby addressing people’s:
• intellect
• emotions
• physical experiences
Meaningful Advertising: Pervasive Advertising in the Experience Economy. Workshop Pervasive Advertising, Informatik 2009.
Example: intellectual interactionBeing creative, distinct from masses
Meaningful Advertising: Pervasive Advertising in the Experience Economy. Workshop Pervasive Advertising, Informatik 2009.
Example: emotional interactionGust bowlMaarten Bekx, Pieter Diepenmaat, Dennis Luijer, Wouter van der Hoog. TU Delft 2003.
Mothers and sons emotional connection
Meaningful Advertising: Pervasive Advertising in the Experience Economy. Workshop Pervasive Advertising, Informatik 2009.
Example: physical interactionGestural interfaces empowering brand experienceLemmy-Boy Hoogendoorn, graduation project at IN10, 2009
Meaningful Advertising: Pervasive Advertising in the Experience Economy. Workshop Pervasive Advertising, Informatik 2009.
Nike+ and iPod as meaningful brand technology
Meaningful Advertising: Pervasive Advertising in the Experience Economy. Workshop Pervasive Advertising, Informatik 2009.
• be of meaning for people with your brand
• orchestrate touchpoints forinteraction with and between people
• let touchpoints address people at anintellectual, emotional and physical level
Meaningful advertising
Meaningful Advertising: Pervasive Advertising in the Experience Economy. Workshop Pervasive Advertising, Informatik 2009.
Peter van WaartRotterdam University of Applied SciencesSchool of Communication, Media and Information [email protected]
Ingrid MulderDelft University of TechnologyID-StudioLab, Faculty of Industrial Design [email protected]
